Success in E-commerce for India Retail Sector
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Transcript of Success in E-commerce for India Retail Sector
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Success in E-commerce for India Retail Sector
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Top Nielsen Global Consumer Confidence Index
Among top 3 fastest growing online markets globally.
One of the youngest demographic globally.
Second largest telecom market in the world.
Rank 3rd in Internet usage in entire world.
No. 5 in Global Retail Development Index, AT Kearney.
Paradox. India Digital Has Arrived. Show Me The Money! Retail. India. Global. E-commerce is on the rise.
38 millionMonthly Visitors
43% growthAnnual Visitors
RetailOnline
$31 SpendAvg. Transaction
91% CardsCC, Direct Debit
$1.6 billionE-com Sales Y12
124 millionMonthly Visitors
48 billionOnline Minutes
70 billionPage Views
75% young15-34 years
India Online
900 millionMobile Users
Data: comScore | ASSOCHAM | Forrester | InternetWorldStats | eMarketerAT Kearney | Nielsen | Clearwater
2.4 billionInternet Users
34% reachWorld Population
$1 trillionE-com Sales Y12
18% growth2013 E-com Sales
WebOnline
1 billionRetail Visitors
$8.5 trillionMid-class spend
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US Top 10 are mostly Brick+Click
Brands
Potential. Global Retail E-CommerceUS/UK Brick+Click Brands Cash In.
Brick+Click Brands in UK Top
15
Is India Inc Cashing In?
Pure-play lead India
Online Retail
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Challenge. E-commerce is Hard. Marketing is Harder. Recognise Blue and Red Oceans
ContentShareworthy
CommunityEngagement
CampaignROI
CommerceConversion
ChannelsDistribution
5.63% Avg. Conversion Rate on Google AdWords for Search
World’s most valuable brands bet on Content Marketing. Coke. IBM.
FB = 1B monthly active users + 680M mobile. Twitter 500M. G+ 343M.
19% Opens. 3% Clicks for Email Campaigns.
65% Abandon Shopping Cart. 2% E-com Store Conversions.
Feb 2013 Kern. Ranks Poor User Experience for top Indian brands
Tesco profits up 675%. 10 yrs of Big Data/Analytics backed initiatives.
AAPL. FB. GOOG. AMZN. 7 years to turn profitable.
Reach
Brand
Engage
Sell
Convert
Differente
Measure
Sustain
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Data: MailChimp | invesp | McKinsey | Google
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Prepare. E-commerce Marketer Maturity Model (E3M) ™Strategies. Tools. Best Practices.
ContentShareworthy
CommunityEngagement
CampaignROI
CommerceConversion
ChannelsDistribution
Reach
Brand
Engage
Sell
Convert
Differente
Measure
Sustain
Ea
rly W
ins
Ma
ture
Pla
yers
SEO strategies for increasing E-Commerce traffic1 AUser Experience trends for engaging product catalogs2 A
Demand Generation best practices for E-Commerce6 CUsability for improving E-Commerce conversions7 C
Role of Analytics and Big Data in E-Commerce ROI3 I
Social Media for Retail industry5 D
E-commerce Ecosystem Play8 A I D CAttention
InformDesire
Convert
Content Marketing in Retail E-Commerce4 IDA
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SEO strategies for increasing E-Commerce traffic
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SEO strategies for increasing E-Commerce trafficRelevant content for target group | Quantcast | Demographics
Content affinity based on adjacent
interests
Content relevancy based on
demographics
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SEO strategies for increasing E-Commerce trafficUse social influencers and author attribution | Google | Influence Score
Influencer on Google has
higher rank than popular websites
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SEO strategies for increasing E-Commerce trafficSearch Engine Watch | 2013 Enterprise SEO Best Practices
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User Experience trends for engaging product catalogs
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User Experience trends for engaging product catalogsMenus as Interactive Catalogs
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User Experience trends for engaging product catalogsShopping List Search
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User Experience trends for engaging product catalogsProduct Content Slideshow
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Role of Analytics and Big Data in E-Commerce ROI
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Role of Analytics and Big Data in E-Commerce ROISocial Shopper Conversion | Fab + Pinterest | Likes-to-Catalog
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Content Marketing in Retail E-Commerce
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Content Marketing in Retail E-CommerceShareworthy content scales exponentially in value | Coke
‘We want to create ideas that are so contagious we actually lose control of where they go.
We want to inspire conversation that goes into places we couldn’t even imagine.’
Jonathan Mildenhall, Coke
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Content Marketing in Retail E-CommerceDays of hard-sell promos are numbered | Red Bull | Content Affinity
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Social Media for Retail industry
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Social Media for Retail industrySocial Trending to Product Catalog.
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Social Media for Retail industryProduct Catalog to Social Streams | Twitter | Stream-to-Cart
Influencer on channel with
1000s of Followers + Re-shares
Product catalog within social
stream. Click to cart.
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Demand Generation best practices for E-Commerce
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Demand Generation best practices for E-CommercePersonalized Programmatic Campaigns. | LinkedIn. Twitter.
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Demand Generation best practices for E-CommerceStrategic Campaign Architecture. | eDynamic
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Usability for improving E-Commerce conversions
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Usability for improving E-Commerce conversionsReducing shopping cart abandonment. Improving store conversions.• Attention
• Cognitive load: The effects of stress, interruptions, and multitasking
• Multiple sensory inputs• Adaptation to information overload
• Visual perception• Visual acuity and discerning fine detail• Visual salience: Typography, legibility,
and color and contrast sensitivity• Gestalt psychology: Perceiving groups of
elements as whole objects• Eye gaze patterns
• Memory and knowledge• Memory capacity• Short-term and long-term memory• Working memory• Law of practice and forgetting
• Strategies for information retrieval• Recognition compared to recall, and why
they matter• Associative priming and information
scent• How users select what links to click on
• Mental models• Language• Factors that influence reading and
comprehension• Word and sentence processing• Types of readers: Normal reading and
skimming• Scanning: Where people look and don’t
look• Problem solving and decision making
• Reducing interaction cost• Persuasion: Perceived value, loss
aversion, scarcity, positive framing• Social psychology
• How groups change individual behavior• Social proof and how it applies to
testimonials, reviews, popularity• Group pressure• Power of roles and what roles users play
online• Emotion-driven behavior
• Aesthetics and first impressions• Pleasurable and desirable experiences
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Usability for improving E-Commerce conversionsReducing shopping cart abandonment. Improving store conversions.
Poor content is the main cause of user failure.
2/3 of the time , users visited a site with a pre-determined goal : 35% of visits were to look for a particulartype of product (without having a specific product in mind), and 27% of visits were to look for a specific product.
1/3 of the time , users visited a site to see what the site had to offer . Such visits were often prompted by the receipt of an email newsletter or otherwise learning about sales or special offers.
Sites must support all four types of use:• known-item purchases;• category research , where users identify and buy
products that best match their needs;• bargain -hunting; and• browsing for inspiration
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Usability for improving E-Commerce conversionsReducing shopping cart abandonment. Improving store conversions.
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E-commerce Ecosystem Play
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Network
Player
Mashup
Services API
Exchange
Ecosystem of users, devices, content, players, mashups and widgets.
Monetizes the Network, enabling consumer and customer commerce.
Open API for creating mashups and community to consume. Extends Network and Exchange.
Runs content. Shared by consumers & customers. Player is viral, helps grow the Network.
Uses services to create external apps and channels. Lock-in for content, players.
Social Plugins
Producer
Helps create and configure content, features, widgets or players for Exchanges.
Device
Device runs players. A channel for commerce. Locks-in use of Exchange, Network, Players.
E-commerce Ecosystem PlayAdvanced strategies for sustaining E-commerce leadership
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Marketers need a portfolio of tools
There is a need for tight systems integrations and unified processes
edynamic has the ability to service customers across numerous needs
-Content Management
-Demand Gen
-CRM
-Business Intelligence
-Data Mining 3
-Campaign Management
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References and Research
India/Global Online Trends and Stats• http://www.assocham.org/arb/general/
Forrester_Trends_In_Indias_eCommerc.pdf• http://www.assocham.org/arb/general/Comscore_
%20ASSOCHAM-report-state-of-ecommerce-in-india.pdf• http://www.emarketer.com/Article/Ecommerce-Sales-
Topped-1-Trillion-First-Time-2012/1009649#Pz702iQoVCbQtVal.99
• http://www.nielsen.com/in/en/news-insights/press-room/2012/consumer-confidence-release--q3-2012.html
• http://www.clearwatercf.com/documents/sectors/Final_Version_PDF.pdf
• http://www.medianama.com/2012/08/223-comscore-jun-jul-2012-indias-top-destinations-online-retail-txn-size-avg-minutes-more/
SEO• http://www.seomoz.org/google-algorithm-change• http://searchenginewatch.com/article/2230339/Best-
Practices-for-Building-Your-2013-Enterprise-SEO-Campaign• http://www.wordstream.com/blog/ws/2012/08/13/google-
adwords-facts• http://static.googleusercontent.com/external_content/
untrusted_dlcp/www.google.com/en//economicimpact/reports/EI_Report_2011.pdf
• http://searchenginewatch.com/article/2230339/Best-Practices-for-Building-Your-2013-Enterprise-SEO-Campaign
• http://searchenginewatch.com/article/2235536/SEO-Link-Building-Best-Practices-for-2013-Interview-with-Neil-Patel
• http://www.business2community.com/online-marketing/whats-a-good-conversion-rate-on-google-adwords-average-conversion-rates-by-industry-0318438
User Experience• http://articles.economictimes.indiatimes.com/2013-02-18/
news/37160365_1_insurance-products-kotak-life-aviva-life
Big Data / Analytics• http://www.slideshare.net/McK_CMSOForum/big-data-and-
advanced-analytics• http://www.forbes.com/sites/mckinsey/2012/12/03/big-data-
advanced-analytics-success-stories-from-the-front-lines/• http://hbr.org/2012/10/making-advanced-analytics-work-for-
you/ar/pr
Content Marketing• http://www.slideshare.net/McK_CMSOForum/liquid-linked-
marketing• http://www.contagiousmagazine.com/assets/magpdf/
issue32/Coke_cs__32.pdf
Usability• http://uxdesign.smashingmagazine.com/2012/09/04/the-
state-of-e-commerce-checkout-design-2012/• http://www.nngroup.com/courses/human-mind/• http://www.nngroup.com/articles/e-commerce-usability/• http://www.invesp.com/product-pages.jpg
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For You. E-commerce Marketer Maturity Model (E3M) ™Strategies. Tools. Best Practices
ContentShareworthy
CommunityEngagement
CampaignROI
CommerceConversion
ChannelsDistribution
Reach
Brand
Engage
Sell
Convert
Differente
Measure
Sustain
Ea
rly W
ins
Ma
ture
Pla
yers
SEO strategies for increasing E-Commerce traffic1 AUser Experience trends for engaging product catalogs2 A
Demand Generation best practices for E-Commerce6 CUsability for improving E-Commerce conversions7 C
Role of Analytics and Big Data in E-Commerce ROI3 I
Social Media for Retail industry5 D
E-commerce Ecosystem Play8 A I D CAttention
InformDesire
Convert
Content Marketing in Retail E-Commerce4 IDA
34
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